Sometimes you come across a woman and instantly know that she is a game changer in her field. Kita Eserve is such a woman within the digital space.
Currently the owner of Metrik Marketing, Eserve spends her days building digital marketing campaigns to support businesses in achieving high performing results with their online marketing. When not building her expertise in online tools, she gives back to the entrepreneurial world through Women in Business (WB) Consulting, a business consulting firm she, along with Marija Pavkovic-Tovissi and Kamea Zelisko, started to support other female business owners expedite their own success.
Taking the time out of becoming a go-to Google Partner, Kita spoke to Chic Geek about her start in the tech industry and how the landscape has evolved as since growing her tech-based business.
“In this field, you can’t have all the answers to everything,
but having the ability to do the research and figure things out is critical.
There are no textbooks that can tell us how to do things
because they are changing so quickly.”
What first attracted you to the tech industry?
I grew up with technology in my house. I was born into it, so there was always this natural curiosity for technology and figuring out how things worked. My dad also worked for Hewlett Packard, so computers were just always around. It seemed like a natural progression to grow into the digital space.
What about starting your own business appealed to you?
Becoming an entrepreneur - I’ve finally become comfortable with that word. I never saw myself as an entrepreneur, but people had to coax me into this role. For me, it was really about finding a work / life balance. The reason I chose to be my own boss was to be more flexible with my schedule. I also found that in my industry, you don’t work Monday - Friday, 9-5 as campaigns often launch or end at different times, such as Christmas or New Year’s. I needed to be on demand and more responsive to my clients when traditional companies tend to be closed, but customers are still online.
From a diversity standpoint, how have you seen the tech industry change over the course of your career?
I have seen more women come into [digital] roles and are more interested in the field. There are also lots of opportunities for people - not just women, but those with special needs, such as mobility issues - as physical accessibility isn’t an issue. The digital space opens the possibilities and is more diverse for people to work in such a unique space.
There are a lot more women who are passionate about the digital world, so it really doesn’t matter what gender you are. [Gender] doesn’t tie into your success in this industry.
What advice would you give to girls / teens / women who are interested in the tech industry and looking for positive support?
Follow your passion.
Find leaders in the area and pick their brains. Get some good insights into information, along with leads as to what is important to focus on, and insight into what is not as valuable.
You never know unless you ask.
If you’re not sure about something, it’s not a bad thing to say, “I’ll look more into it.” In this field, you can’t have all the answers to everything, but having the ability to do the research and figure things out is critical. There are no textbooks that can tell us how to do things because they are changing so quickly.
Believe in yourself.
I’ve been lucky enough to visit Google offices all over North America. One time a colleague of mine asked if I could set up a Google tour of their Headquarters for a team of entrepreneurs and I didn’t think I would be able to. However, I did some poking around, asking different people and lo and behold, we had our Google tour down in San Jose in June. I was super surprised at myself for actually being able to do that, but I did.
Have a diverse funnel of clients to ensure that you stay afloat.
Don’t have one client be more than 20% of your business. Diversify your portfolio. This will ensure that you stay afloat and that you’re not dependent upon your “Big Fish” clients just in case they decide to change something [in their business].
You are the expert in your industry when talking with prospects and clients.
Be open and collaborative when talking to them, but know that you are the expert. This is why they’re talking to you.
Having become a role model yourself by mentoring your intern and working with WB Consulting, were there any women who inspired you?
My high school math teacher, Ms. Martin. She was really supportive and believed in me. That’s when I surprised myself by doing so well in math. I actually had some struggles initially and then when I found a teacher that was just passionate about math, it inspired me to be more passionate.
My partners with WB, Marija Pavkovic-Tovissi and Kamea Zelisko, also inspire me. Both of them have been very supportive and always provide good feedback and advice when I need it.
What personality traits have gotten you to where you are today in your field?
Being open, honest, and passionate. Also being social [despite being shy]. When I worked for an agency, I developed great friendships that have helped me down the road. I still stay in contact with the people from where I started. Because I’m also in such a niche industry - search engines, Google, advertising, and so on - these people think of me when these topics come up.
While I’m a true analyst who likes to observe more than take action, I know that I have a lot more to teach and guide people. You have to look within yourself and you might just be surprised by what you can do.
Incredibly vulnerable and honest, Kita proves that the tech industry is an industry that is constantly changing and provides opportunities for diversity and inclusion.
You just have to been willing to ask and push yourself to grow.
*This interview has been edited for length.